...of the extended marketing mix & its usage in different context Second assignment issued by Fatima Bagherian Daniel Pisch Business E2020 (evening) 12.11.2015 1 Contents Foreword…………………………………………………………...............3 Methodology………………………………………………………………….4 Referencing..………………………………………………………………5-6 Task 1 - question 1.……………….……………………………………….7 Question 2………….……………….…………………………………….....8 Question 3…………………………………………………………………….9 Question 4…………………………………………………………………..10 Question 5…………………………………………………………………..11 Task 2 – question 1………………………………………………....12-13 Question 2…………………………………………………………………..14 Question 3…………………………………………………………………..15 2 Foreword This assignment has been commissioned by Fatima Bagherian. In order to do this assignment student must study the Unit 4 marketing principles. The goal of this assignment is that the student is able to: Explain how products are developed to sustain competitive advantage Explain how distribution is arranged to provide customer convenience Explain how prices are set to reflect an organization’s objectives and market conditions Illustrate how promotional activity is integrated to achieve marketing objectives Analyse the additional elements of the extended marketing mix Plan marketing mixes for two different segments in consumer markets Illustrate differences in marketing products and services to businesses rather than consumers Show how and why international marketing differs from domestic...
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...671/MK490 HealthCare Marketing Fall 2014 Instructor: Dr. Douglas J. Ayers Office: 204B BEC Office Phone: 205 934-8856 Home Phone: 205 910-5861 email: dayers@uab.edu Office Hours: Wednesday and Thursday 1:30 – 4:00 and by appt. Readings: Various readings from the trade press – typically from Marketing Health Services (available via UAB databases) and Harvard Business School (available via UAB databases and via direct purchase from Harvard Business School Press) For those with no background in Marketing, I recommend Capon’s Marketing Framework as an inexpensive but complete marketing text (www.axcesscapon.com) For those seeking a concise overview of the U.S. healthcare system I recommend “Essentials of the United States Health Care System” by Leiyu Shi and Douglas Singh. Course Description The class is designed for master level students seeking employment in the healthcare industry. It is also appropriate for seniors in Medical Equipment Sales and Distribution. The primary objective of this course is to provide students with a comprehensive overview of the marketing fundamentals in the health care environment. Health care organizations face special challenges in implementing marketing strategies. These challenges will receive considerable coverage. The course also examines health care organizations as customers in a B2B environment. As a result of completing the course, students will understand the marketing challenges facing...
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...it has invested in and developed over time. Although manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumers’ minds cannot. This mini-elective provides students with insights into how profitable brand strategies can be created. It addresses three important questions. How do you build brand equity? How can brand equity be measured? How do you capitalize on brand equity to expand your business? Its basic objectives are to (1) provide an understanding of the important issues in planning and evaluating brand strategies, and (2) provide the appropriate concepts and techniques to improve the long-term profitability of brand strategies. The course consists of lectures, exercises, and case discussions. The course content has relevance to students pursuing a variety of different career goals in virtually any type of organization (public or private, large or small, etc.). Course Organization and Administration Strategic Brand Management is a marketing mini-elective that is designed to improve student’s marketing skills and understanding of specific branding topics, as well as “big picture” issues of how various aspects of marketing “fit together,” all from a brand equity perspective. Accordingly,...
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...Bus 252a Marketing Management Mondays and Wednesdays 2: 11:00 – 12:20pm Fall Semester 2014 International Hall Sachar Building Grace Zimmerman Senior Lecturer Email: gzimmerm@brandeis.edu Office: Lemberg 161 Office Hours: Mondays and Wednesdays 11:00 – 12:20 and 2:00 – 3:00 pm, or by appointment Brandeis University International Business School Course Description Marketing is the sum of the activities undertaken by a company to stimulate sales of its product or services with its customers. The marketing objective is to create, promote and distribute products or services, at a price and quality deemed valuable by the company’s customers, in order to create value and profit for the company. Maintaining a strong and compelling value proposition and long-term relationship with the company’s customers are vital for the company’s continued success and require constant monitoring of market, environmental, technological and competitive forces. Marketing is therefore integral to establishing a company’s strategic direction. This in turn makes marketing skills and perspective essential to the success of all business managers in any business. This course provides an in-depth exploration and practical application of basic marketing tools. These include...
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...Bus 252a Marketing Management Mondays and Wednesdays 2: 11:00 – 12:20pm Fall Semester 2014 International Hall Sachar Building Grace Zimmerman Senior Lecturer Email: gzimmerm@brandeis.edu Office: Lemberg 161 Office Hours: Mondays and Wednesdays 11:00 – 12:20 and 2:00 – 3:00 pm, or by appointment Brandeis University International Business School Course Description Marketing is the sum of the activities undertaken by a company to stimulate sales of its product or services with its customers. The marketing objective is to create, promote and distribute products or services, at a price and quality deemed valuable by the company’s customers, in order to create value and profit for the company. Maintaining a strong and compelling value proposition and long-term relationship with the company’s customers are vital for the company’s continued success and require constant monitoring of market, environmental, technological and competitive forces. Marketing is therefore integral to establishing a company’s strategic direction. This in turn makes marketing skills and perspective essential to the success of all business managers in any business. This course provides an in-depth exploration and practical application of basic marketing tools. These include product policy, pricing, promotion, distribution...
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...Page 1 of 7 ASSIGNMENT 1st SEMESTER : STUDY UNITS COVERED DUE DATE TOTAL MARKS MATERIAL REQUIRED : : : : FINANCIAL MANAGEMENT (FM) MODULES 1 - 10 3pm Tuesday 16 March 2010 100 ANSWER SHEET Refer to page 7 INSTRUCTIONS TO CANDIDATES FOR COMPLETING AND SUBMITTING ASSIGNMENTS The complete “Instructions to Students for Completing and Submitting Assignments” must be collected from any IMM GSM office, the relevant Student Support Centre or can be downloaded from the IMM GSM website. It is essential that the complete instructions be studied prior to commencing your assignment. The following points highlight only a few important notes. 1) You are required to submit ONE assignment per subject. 2) The assignment will contribute 20% towards the final examination mark, and the other 80% will be made up from the examination, however the examination papers will count out of 100%. 3) Although your assignment will contribute towards your final examination mark, you do not have to earn credits for admission to the examinations; you are automatically accepted on registering for the exam. 4) Number all the pages of your assignment (page 1 of 4) and write your name and surname, student number and subject at the top of each page. 5) The IMM GSM requires assignments to be presented on plain A4 paper. You must show all working calculations, including and where appropriate multiple choice working calculations. 6) A separate assignment cover, which is provided by the IMM GSM, must be attached...
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...Question 1: What are the pros. Cons and risk associated with Nike`s core marketing strategy? Answer: Nike's excellence marketing strategies are their energy to achieve their market goals. Nike believes the "pyramid influence" that the preferences of a small percentage of top athletes influence the product and brand choice. PROS OF NIKE'S CORE MARKETING STRATEGY: Nike put heavily proportion in their marketing strategies and products deign. In order to sustain their dominance in the industry and retain their competitive advantages, Nike actively responds to the market trends and changes in consumer preference by adjusting their marketing strategies, the mix of existing product offerings, developing new products, styles and categories, and influencing sports and fitness preferences through various marketing strategies. CONS OF NIKE'S CORE MARKETING STRATEGY: Although Nike's marketing strategies had brings lot of positive implications to the company, but it will bring negative implications to Nike too. The negative implications that will identify in this assignment are high cost incurred, influence of spokesperson, and competitors. RISKS OF NIKE'S CORE MARKETING STRATEGY: Nike faces many risks when they use their core marketing strategies to achieve their goals and these risks can come from both internally and externally environmental circumstance. The risks will have a negative influence about Nike's future development, for example, the market share in the world, reputation...
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...Assignment Front Sheet Qualification Pearson BTEC Level 5 HND Diploma Business Student Name Unit Number and Title Y-601-1259 / Unit 19 / Marketing Planning Student No. Assessor name Date of Issue 16th February 2015 TOM FARNSWORTH Completion date Submitted on 27th March 2015 Assignment title Unit 19: Marketing Planning Learning outcome Assessment criteria In this assessment you will have the opportunity to present evidence that shows you are able to Task No. Evidence (Page no) 1 Be able to compile marketing audits 1.1 1.2 1.3 1.4 2 3 Understand the main barriers to marketing planning Be able to formulate a marketing plan for a product or service 2.1 2.2 3.1 3.2 3.3 Review changing perspectives in marketing planning Evaluate an organization’s capability for planning its future marketing activity Examine techniques for organizational auditing and for analysing external factors that affect marketing planning Carry out organizational auditing and analysis of external factors that affect marketing planning in a given situation Assess the main barriers to marketing planning Examine how organizations may overcome barriers to marketing planning Write a marketing plan for a product or a service Explain why marketing planning is essential in the strategic planning process for an organization Examine techniques for new product development 2 (b) 1 (b) 1 (a) 1 (e) 1 (c) 1 (d) 2 (e) 2 (a) 2 (c) 1 3.4 3.5 4 Understand...
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...Marketing research Marketing research is “the process or set of processes that links the consumers, customers, and end users to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.”[1] It is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes.[2] Marketing research is often partitioned into two sets of categorical pairs, either by target market: • Consumer marketing research, and • Business-to-business (B2B) marketing research Or, alternatively, by methodological approach: • Qualitative marketing research, and • Quantitative marketing research 1 Role The task of marketing...
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...Assignment 1 Assignment 1 is worth 10% of your final grade, and should be completed after Lesson 3. It has two parts. * Part A: seven short-answer questions worth a total of 35 marks * Part B: two case analyses worth a total of 65 marks Part A: Short-Answer Questions (35 marks total) Answer each question in one to two paragraphs. (5 marks each) 1. What are the major similarities and differences between the Google and Yahoo business models? Google and Yahoo are very similar, but there are also key differences between the two companies. Each site is considered a destination and is marketed as a place where consumers can fulfil their time on the internet by utilizing many different functions. Both of the companies can be considered B2C, or Business to Consumer companies. This means that they provide their services to consumers. Google and Yahoo are both portals, which means they offer users not only a functional search engine, but also a bundle of integrated services and content. This includes the ability to read the news, meet and chat with others and search for different entertainment such as celebrity gossip. Yahoo offers a search engine to users, but it also works to provide news, chat, e-mail and music. Google focuses mainly on being the very best search engine on the market. The revenue model for Google comes mainly from advertising and referrals from affiliates. On the other hand, Yahoo receives its revenue from advertising, subscription fees and...
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...08/25/14 Digital Marketing MKT 3508 Dr. Susan Mudambi Office Hours (and by appointment) Tuesday and Thursday, 10 – 11 am, 524 Alter Hall, Main Campus Tel: (215) 204-3561; Email: susan.mudambi@temple.edu Home Page: http://astro.temple.edu/~smudambi/ Course Description Digital technologies have become an integral component of daily life for many firms and consumers. Although digital marketing is an important part of business strategy, the dynamic nature of technology and consumer culture raises many strategic and social challenges. This course examines the theories and concepts underlying the use of information and communication technology by firms and consumers, and challenges students to critique and utilize digital tools and social media, including Twitter, Facebook, online reviews, blogs, paid search, digital advertising, and online promotions. The identification of critical success factors and best practices are central to the course, as are quantitative methods for analyzing marketing effectiveness. The course examines the theory and realities of digital marketing in both business-to-consumer (B2C) and business-to-business (B2B) markets. Course Prerequisite: Marketing Management (MKT 2101) Required Readings: Ivey business cases include: Jill’s Table; Mission Impossible; and Tesco’s Virtual Store. Other readings available free through Blackboard. Students are expected to budget $40 - $60 for cases, Google AdWords, color printing, and other course-related...
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...Assignment Front Sheet Qualification Unit Number and Title Pearson BTEC Level 5 HND Diploma Business Y-601-1259 / Unit 19 / Marketing Planning Student Name Student No. Assessor name TOM FARNSWORTH Date of Issue Completion date 16th February 2015 Assignment title Learning outcome 1 Be able to compile marketing audits 27th March 2015 Unit 19: Marketing Planning Assessment criteria In this assessment you will have the opportunity to present evidence that shows you are able to Task No. 1.1 Review changing perspectives in marketing planning Evaluate an organization’s capability for planning its future marketing activity Examine techniques for organizational auditing and for analysing external factors that affect marketing planning Carry out organizational auditing and analysis of external factors that affect marketing planning in a given situation Assess the main barriers to marketing planning Examine how organizations may overcome barriers to marketing planning Write a marketing plan for a product or a service Explain why marketing planning is essential in the strategic planning process for an organization Examine techniques for new product development 2 (b) 1.2 1.3 1.4 2 3 Understand the main barriers to marketing planning Be able to formulate a marketing plan for a product or service Submitted on 2.1 2.2 3.1 3.2 3.3 Evidence (Page no) 1 (b) 1...
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...Contents overview List of figures List of tables List of mini case studies Acknowledgements 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Introduction to International Marketing The International Marketing Environment The International Marketing Information and Research Process International Competitive Marketing Strategies Market Selection Decisions and Entry Strategies Management of Exporting and Importing International Marketing Operations and Planning Product and Brand Decisions for International Marketing Service Strategies for International Marketing International Channels of Distribution and Logistics Management Pricing Decisions in International Markets Integrated International Marketing Communications International Business-To-Business Marketing Retail Internationalization and Marketing The Internet and International Marketing Ethics and International Marketing Index xix xxi xxiii xxiv 1 34 68 104 138 172 209 239 274 303 335 367 401 430 454 478 507 Contents List of figures List of tables List of mini case studies Acknowledgements 1 Introduction to International Marketing Introduction The nature of international marketing Contextual determinants of international marketing Historical development Definition of international marketing Relationship with other business fields A theoretical framework for international marketing Approaches to internationalization Factors causing internationalization The process of firms’ internationalization A holistic approach The motivation...
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...Instructor’s Manual: Chapter 2 E-commerce Business Models and Concepts Teaching Objectives • Identify the key components of e-commerce business models. • Describe the major B2C business models. • Describe the major B2B business models. • Explain the key business concepts and strategies applicable to e-commerce. Key Terms business model, p. 65 business plan, p. 65 e-commerce business model, p. 65 value proposition, p. 66 revenue model, p. 66 advertising revenue model, p. 67 subscription revenue model, p. 67 transaction fee revenue model, p. 67 sales revenue model, p. 67 affiliate revenue model, p. 67 market opportunity, p. 68 marketspace, p. 68 competitive environment, p. 72 competitive advantage, p. 72 asymmetry, p. 72 first-mover advantage, p. 73 complementary resources, p. 73 unfair competitive advantage, p. 73 perfect market, p. 73 leverage, p. 73 market strategy, p. 74 organizational development, p. 74 management team, p. 74 e-tailer, p. 78 barriers to entry, p. 78 community provider, p. 80 intellectual property, p. 81 content provider, p. 81 portal, p. 84 transaction broker, p. 85 market creator, p. 86 service provider, p. 86 e-distributor, p. 88 e-procurement firm, p. 88 B2B service provider, p. 89 application service provider (ASP), p. 89 scale economies, p. 89 exchange, p. 89 industry consortia, p. 90 private industrial networks, p. 90 industry structure, p. 93 industry structural analysis, p. 94 ...
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...Assignment 3 (100 marks) ------------------------------------------------- Top of Form Bottom of Form (Covers Modules 6, 7, and 8) Note: If this is your first time using the Online Learning Environment, check out the Course Orientation and the quick tutorials in the Support Centre. General assignment FAQs can be found in your Assignment Submission area. Prepare the answers to these assignment questions in Word and save them as one Word document on your hard drive. For the recommended format and filename, see the FAQs in the Assignment Submission area. If this assignment Word file requires the pasting of Accpac.RTF reports, or Excel.xls sections, or other files, students are strongly advised to refer to the How To/Use Software/Use Excel, Use Word or both, to ensure the successful submission of their complete assignment. Multiple-choice questions are to be completed within the Online Learning Environment in your MS2 Assignment Submission section. This portion of the assignment will be automatically graded. Do not include your answers in your Word document as they will not be graded. When your file is complete and you are ready to submit it for marking, select your Assignment Submission area. For help, refer to the quick tutorial, “Submit your assignment.” Follow these steps to ensure that your assignment was received by your marker: * Select the Grade Centre link. * Select the exclamation mark (!). In the section “Your work,” select the file. If you can view...
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